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 | Home | | About CCOHS | | Corporate Reports |
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Customer
Satisfaction Research Report
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TABLE OF CONTENTS
III. General Summary: Web Site Visitor Survey
A. How First Learned About CCOHS Web Site
B. Frequency of Visiting the CCOHS Web Site
D. Satisfaction With and Importance of Web Site Features
E. Overall Satisfaction with the Web Site
F. Suggested Improvements to the Web Site
G. Demographics of web site visitors
IV.General Summary: Customer Survey
A. Products or Services Used in Past Year
B. Recognition of Product or Service In Data File
C. Number of People in Organization Using or Benefiting from CCOHS Product/Service
E. Media/Format Used and Preferred
F. Rating of Product/Service Aspects and Need For Improvements
G. Satisfaction With and Importance Product/Service Attributes
H. Days to Receive and Acceptable Time to Receive
I. Dealing with CCOHS Service Staff
J. Number of Service Staff Dealt With and Acceptable Number
K. Number of Contacts and Acceptable Number
L. Satisfaction With and Importance Of Service Attributes
M. Errors Made in Provision of Products or Services
Q. Demographics of CCOHS Customers
C. Comparisons with Other Satisfaction Surveys
Appendix A – Web Survey Questionnaire
Appendix B – Customer Survey Questionnaire
Appendix C – Detailed Tables – UNDER SEPARATE COVER
The Canadian Centre for Occupational Health and Safety (CCOHS or the Centre) was created in 1978, by the Canadian Centre for Occupational Health and Safety Act, which mandates CCOHS to promote the fundamental right of Canadians to a healthy and safe working environment. CCOHS operates under a tripartite council that includes represen–tatives from business, labour and government.
CCOHS council fulfils the Centre’s mandate by operating as “a source for unbiased technical information and expertise to support the efforts of governments, labour organizations, employers, and individual Canadians to improve workplace safety and health”.[1] CCOHS fulfils this mandate through a portfolio of free and priced products and services that draw upon a core collection of occupational safety and health information and the application of information management technologies. The key products and services offered by the Centre are the free Inquiries Service and web site and information products and services for which it charges.
CCOHS wished to conduct a customer satisfaction survey of users of its Inquiries service, and subscribers to and users of its other products and services. The survey was designed to:
Measure client satisfaction.
Compare expectation or need versus to how they feel about the service received.
Identify service gaps.
Identify what users value in the service.
Identify direction for improvements.
In addition, CCOHS also wished to conduct a survey of visitors to their extensive web site.
The use of a web-based survey provided a self-completion mode with added flexibility of delivery: skip patterns are opaque to the respondent, as they are in a computerized telephone survey. In addition, a web survey is considered ideal for business users in that it provides for swift response and any-time-anywhere completion.
Two surveys were conducted as part of this assignment.
Web-site visitor survey: A pop-up survey of 603 visitors to the CCOHS/CCHST web site. The survey was available from February 13 to March 9, 2004. It should be kept in mind that this is a self-selecting sample.
Customer survey: An invitation to participate in an online survey was mailed to 3,736 customers from the CCOHS database. The invitation was mailed and not e-mailed due to the need to comply with federal privacy legislation, and because valid e-mail addresses were not available for some customers. The survey was available online from February 19 to March 26, 2004. A reminder card was mailed on March 8. Cards were returned from only 42 addresses.
CCOHS provided two Access data files for the survey. One file contained contact information for individuals who had used the Inquiries Service. The second file contained coded information of purchasers of products and other services (such as subscriptions). Records with incomplete mailing addresses were removed. The files were checked for duplicates, cleaned and a sample selected of Canadian and US clients. A language preference (English/French) was available in CCOHS’s sample file.
The sample file identified four product/service types:
1. Inquiries
2. Web Services
3. CD/DVD
4. Publications
Approximately º of the selected sample was Inquiries clients.
Clients who purchased more than one type of product had more than one entry in the sample file. Our sampling department randomly selected a product for individuals with more than one.
The product names in the data file were used as provided, so there was a possibility that, in some instances, a French respondent could get an English product name, or vice versa. Product names were occasionally abbreviated and always capitalized in the original file, and thus appeared as such in the survey and the letter.
Web-site visitor survey: 603 visitors to the CCOHS/CCHST web site completed the survey over the course of the field period.
Customer survey: Completions were achieved with 549 respondents for a response rate pf 15%, which is quite typical for a customer survey in a self-completion mode but less than was anticipated given the level of involvement many customers have with CCOHS.
The distribution of respondents by jurisdiction is shown in Exhibit I-D below, using postal abbreviations for the jurisdictions. Canadian jurisdictions are shown in bold.
EXHIBIT I-D
Location of Respondents to CCOHS Customer Survey
|
Jurisdiction* |
# Completes |
% of total |
Cumulative # |
Cumulative % |
|
AB |
52 |
9.5% |
52 |
9.5% |
|
AZ |
2 |
0.4% |
54 |
9.8% |
|
BC |
50 |
9.1% |
104 |
18.9% |
|
CA |
6 |
1.1% |
110 |
20.0% |
|
CO |
1 |
0.2% |
111 |
20.2% |
|
CT |
4 |
0.7% |
115 |
20.9% |
|
DC |
1 |
0.2% |
116 |
21.1% |
|
DE |
1 |
0.2% |
117 |
21.3% |
|
FL |
2 |
0.4% |
119 |
21.7% |
|
GA |
1 |
0.2% |
120 |
21.9% |
|
IA |
1 |
0.2% |
121 |
22.0% |
|
ID |
1 |
0.2% |
122 |
22.2% |
|
IL |
2 |
0.4% |
124 |
22.6% |
|
IN |
5 |
0.9% |
129 |
23.5% |
|
MA |
2 |
0.4% |
131 |
23.9% |
|
MB |
21 |
3.8% |
152 |
27.7% |
|
MD |
4 |
0.7% |
156 |
28.4% |
|
MI |
1 |
0.2% |
157 |
28.6% |
|
MN |
1 |
0.2% |
158 |
28.8% |
|
MT |
1 |
0.2% |
159 |
29.0% |
|
NB |
10 |
1.8% |
169 |
30.8% |
|
ND |
1 |
0.2% |
170 |
31.0% |
|
NJ |
3 |
0.5% |
173 |
31.5% |
|
NL |
9 |
1.6% |
182 |
33.2% |
|
NM |
1 |
0.2% |
183 |
33.3% |
|
NS |
25 |
4.6% |
208 |
37.9% |
EXHIBIT I-D CONT’D
Location of Respondents to CCOHS Customer Survey
|
Jurisdiction* |
# Completes |
% of total |
Cumulative # |
Cumulative % |
|
NT |
2 |
0.4% |
210 |
38.3% |
|
NU |
2 |
0.4% |
212 |
38.6% |
|
NV |
1 |
0.2% |
213 |
38.8% |
|
NY |
3 |
0.5% |
216 |
39.3% |
|
OH |
11 |
2.0% |
227 |
41.3% |
|
OK |
2 |
0.4% |
229 |
41.7% |
|
ON |
213 |
38.8% |
442 |
80.5% |
|
PA |
5 |
0.9% |
447 |
81.4% |
|
PE |
4 |
0.7% |
451 |
82.1% |
|
QC |
58 |
10.6% |
509 |
92.7% |
|
SD |
1 |
0.2% |
510 |
92.9% |
|
SK |
24 |
4.4% |
534 |
97.3% |
|
TN |
1 |
0.2% |
535 |
97.4% |
|
TX |
2 |
0.4% |
537 |
97.8% |
|
VA |
2 |
0.4% |
539 |
98.2% |
|
VT |
2 |
0.4% |
541 |
98.5% |
|
WA |
4 |
0.7% |
545 |
99.3% |
|
WI |
2 |
0.4% |
547 |
99.6% |
|
YT |
2 |
0.4% |
549 |
100.0% |
*Canadian jurisdictions in bold
A number of challenges arose during the design of the customer survey methodology. CCOHS did not have previous opt-in consent to e-mail their customers or Inquiries users for the purposes of conducting research. As well, a significant number of records did not have e-mail addresses.
To comply with Privacy legislation and to attempt to reach customers without e-mail addresses, a personalized letter was sent to a selected sample of potential respondents to the customer survey. This mixed mode methodology resulted in a somewhat lower completion rate than might have been expected with an all-electronic delivery, partially due to the extra effort required to turn from the written word to the computer and manually enter the web address for the survey. As well, it required a longer field period. However, our firm notes that many surveys involving client-supplied customer lists result in a response rate of between 10 and 15% regardless of mode.
The CCOHS web site is unique in many ways, as it provides a great deal of technical information to a wide audience of varying levels of knowledge, much of it free or at low cost. Although predominantly designed for the needs of Canadian business and individuals, it is used by a worldwide audience to answer an astonishing variety of occupational health and safety queries.
Visitors mainly learn about the site via a search engine and, for half of respondents, it was their first visit to the site. Two-thirds of these first-time visitors indicate they are satisfied with the site, and satisfaction increases with more frequent visits. The majority indicates that they found the information they came to the site to seek, even though the site is structurally quite complex.
Visitors express a rather high level of satisfaction with how the site performed in all areas, however, areas where there is the most gap between satisfaction and importance are “ease of finding information” and “scope of information.” Visitors would also like to see more free information provided. Overall, more than three-quarters of visitors express satisfaction with the site. Very few suggested improvements were offered.
CCOHS customers represent a mix of organization types and sizes, but a typical customer would be someone in a safety role of a manufacturing company of medium to large size. Despite the sizes of the organizations, most indicate that from 1 to 10 people will use or benefit from a specific CCOHS product or service. Close of half (43%) of customers have used the free web services, such as OSH Answers and INCHEM, in the past year. There is room for expansion in awareness and use of the HS Canada internet mailing list and the Health and Safety Report newsletter.
A quarter of customers indicate the product or service is used once a month, although pay for use services are used more frequently. There is a growing preference for electronic media for provision of products. In product attributes, reliability and clarity are the most valued qualities, and coverage/comprehensiveness and currency (being up-to-date) are the qualities customers would most like to see improved.
While the majority of customers are either satisfied or very satisfied with all rated attributes of the product or service they received, they are most satisfied with usefulness and relevance, and least with cost and assistance provided for solving a problem. Gaps between perceived importance and performance for CCOHS product and service attributes are small (0.5 or less) and show that CCOHS is very close to meeting customer expectations for most of its offerings, including the important measure of time required to receive products and services. CCOHS meets its customers’ expectations regarding the number of service staff and contacts required to obtain products and services.
Gaps in service attribute importance and performance are also small and there is a high level of customer satisfaction with the service provided by CCOHS staff on all measures. Very few errors are being made in provision of products and/or services. Close to three-quarters of customer report that, in the end, they got what they needed, and over 80% indicate they would purchase the product or service again.
Respondents to the web site visitor survey started the survey with a closed-ended question about how they first heard about the CCOHS site. An “other specify” option was permitted. Internet search engines were used by 33% of visitors, general browsing on the Internet by 14%, and a teacher or professor or a link from another web site by 11% each. Referral from a coworker was selected by 11%, a government department or office by 8%, and CCOHS promotional materials by 5%.
Other mentions provided by respondents included having learned about the site while taking health and safety training, or through a union or professional association.
Exhibit III-A.1 below provides a graphical representation of findings displayed in more detail in Exhibit III-A.2
 |
Predictably, visitors from the United States and other counties are more reliant than Canadians on finding out about the site through search engines or web browsing, and less likely to have received referrals from coworkers or government departments, or from CCOHS promotional materials.
First-time visitors to the site are significantly more likely than other visitors to say they found the site through a search engine (43%). They are less likely to report referrals through co-workers (6%) or government departments (4%).
Those who indicate they had visited the site 10 or more times are least likely to report having located it through a search engine (15%) or browsing on the Internet (6%). They are far more likely than the average to report referral through a co-worker (23%) or a government department (12%). They are also the most likely visitors to have heard about the site through CCOHS promotional materials (12%).
Exhibit III.A.2 following shows results by region and by frequency of visits to the site.
Placement in search engines remains critical for CCOHS promotion. There may also be additional promotional opportunities available through government, health training delivery and professional organizations both inside and outside of Canada.
EXHIBIT III-A.2
How First Learned About CCOHS Web Site
|
|
Total Visitors |
|||||||||||
|
|
|
|
|
Location |
||||||||
|
|
|
Total |
|
Eastern Canada |
|
Central Canada |
|
Western Canada |
|
|
|
|
|
Base = (Actual) |
|
(603) |
|
(145) |
|
(143) |
|
(108) |
|
(92)* |
|
(115) |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
How did you first
learn about the |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
From an Internet search engine |
|
33 |
|
28 |
|
18 |
|
32 |
|
49 |
|
44 |
|
Browsing on the Internet |
|
14 |
|
9 |
|
11 |
|
15 |
|
21 |
|
17 |
|
A link on another web site |
|
11 |
|
10 |
|
15 |
|
9 |
|
11 |
|
10 |
|
A teacher or professor |
|
11 |
|
12 |
|
14 |
|
8 |
|
5 |
|
13 |
|
Someone I work with |
|
11 |
|
10 |
|
16 |
|
15 |
|
7 |
|
4 |
|
A government department or office |
|
8 |
|
11 |
|
10 |
|
8 |
|
3 |
|
4 |
|
CCOHS promotional materials |
|
5 |
|
8 |
|
7 |
|
5 |
|
1 |
|
- |
|
Health and safety training |
|
3 |
|
5 |
|
3 |
|
3 |
|
- |
|
1 |
|
Union of professional association |
|
2 |
|
1 |
|
3 |
|
2 |
|
- |
|
2 |
|
Other mentions |
|
2 |
|
3 |
|
1 |
|
2 |
|
2 |
|
2 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
EXHIBIT III-A.2 (Cont’d)
How First Learned About CCOHS Web Site
|
|
Total Visitors |
|||||||||
|
|
|
|
|
Site Visit Frequency |
||||||
|
|
|
Total |
|
First Time |
|
|
|
|
|
10 or more |
|
Base = (Actual) |
|
(603) |
|
(288) |
|
(124) |
|
(48)** |
|
(132) |
|
|
|
|
|
|
|
|
|
|
|
|
|
How did you first
learn about the |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
From an Internet search engine |
|
33 |
|
43 |
|
30 |
|
27 |
|
15 |
|
Browsing on the Internet |
|
14 |
|
17 |
|
15 |
|
13 |
|
6 |
|
A link on another web site |
|
11 |
|
13 |
|
15 |
|
4 |
|
8 |
|
A teacher or professor |
|
11 |
|
8 |
|
13 |
|
17 |
|
14 |
|
Someone I work with |
|
11 |
|
6 |
|
9 |
|
4 |
|
23 |
|
A government department or office |
|
8 |
|
4 |
|
11 |
|
13 |
|
12 |
|
CCOHS promotional materials |
|
5 |
|
1 |
|
5 |
|
6 |
|
12 |
|
Health and safety training |
|
3 |
|
3 |
|
1 |
|
2 |
|
3 |
|
Union of professional association |
|
2 |
|
1 |
|
1 |
|
8 |
|
2 |
|
Other mentions |
|
2 |
|
2 |
|
1 |
|
6 |
|
2 |
|
|
|
|
|
|
|
|
|
|
|
|
* Figures percentaged on a base of less than 100 should be interpreted with caution
** Figures percentaged on a base of less than 50 should be interpreted with extreme caution
Source: Web Site Visitors Survey Detailed Tables p. 1
That day’s visit to the CCOHS web site was the first for 48% of visitors. Strikingly, 22% of visitors have been to the site 10 or more times. It is clear that, once discovered, the CCOHS site has sufficient information to attract many repeat visits. It was very likely to be the first visit for those from outside of Canada (74% US and 65% other countries).
Multiple visitors (10 or more visits) are most likely to be Canadian, with somewhat fewer being from Western Canada. The United States has the lowest incidence of 10+ visitors, with only 5%. See Exhibit III-B to see the breakdown of visit frequency by location.
EXHIBIT III-B
Frequency of Visits to CCOHS Web Site in Past Six Months
|
|
Total Visitors |
|||||||||||
|
|
|
|
|
Location |
||||||||
|
|
|
Total |
|
Eastern Canada |
|
Central Canada |
|
Western Canada |
|
|
|
|
|
Base = (Actual) |
|
(603) |
|
(145) |
|
(143) |
|
(108) |
|
(92)* |
|
(115) |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
How many times have you visited the CCOHS Web Site in the past six months |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Today was my first time on this web site |
|
48 |
|
32 |
|
34 |
|
46 |
|
74 |
|
65 |
|
2 to 5 times |
|
21 |
|
23 |
|
25 |
|
25 |
|
12 |
|
15 |
|
6 to 9 times |
|
8 |
|
10 |
|
8 |
|
7 |
|
8 |
|
6 |
|
10 or more times |
|
22 |
|
32 |
|
33 |
|
20 |
|
5 |
|
10 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
* Figures percentaged on a base of less than 100 should be interpreted with caution
Source: Web Site Visitors Survey Detailed Tables p. 2
The CCOHS web site follows federal government website “look and feel” requirements in terms of navigation and layout. However, it is a very busy site with a plethora of information available, and it might be expected that a considerable percentage of visitors may not be able to locate what they require. Of course, it must be recognized that no one web site will be able to fulfill every single visitor’s complete information needs.
When asked if they have found on the CCOHS web site the information they are seeking, 57% of visitors say yes, and 40% have not yet located the needed information. Only 4% say no. Exhibit III-C shows the results to this question with breaks by region and number of visits to the site.
It should be noted that this measure provides only a snapshot of the status at the time the respondent chose to take the survey. Many will continue to search for information after participating in the survey; and some may not have been searching for something specific but merely investigating to see what the site had available. It should be noted that, in a subsequent question, ease of finding information is an issue for a significant number of visitors.
Visitors from Eastern and Central Canada (62% each) are most likely to say they had found the information they were seeking; US visitors are least likely (46%). However, US visitors remain optimistic, with 53% selecting “not yet” as compared to only 1% indicating “no.” Foreign visitors (57%) are slightly more likely than Western Canadians (53%) to say they had found their required information.
As can be expected, the likelihood of finding the required information increases with number of visits to the site. Over twice as many 10-time-or-more visitors (83%) indicate they found the information they were seeking, compared to first time visitors (34%).
EXHIBIT III-C
Whether Visitors Found the Information Sought
|
|
Total Visitors |
|||||||||||
|
|
|
|
|
Location |
||||||||
|
|
|
Total |
|
Eastern Canada |
|
Central Canada |
|
Western Canada |
|
|
|
|
|
Base = (Actual) |
|
(603) |
|
(145) |
|
(143) |
|
(108) |
|
(92)* |
|
(115) |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Did you find the information you were looking for? |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Yes |
|
57 |
|
61 |
|
62 |
|
53 |
|
46 |
|
57 |
|
No |
|
4 |
|
4 |
|
2 |
|
7 |
|
1 |
|
5 |
|
Not Yet |
|
40 |
|
35 |
|
36 |
|
41 |
|
53 |
|
38 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
EXHIBIT III-C (Cont’d)
Whether Visitors Found the Information Sought
|
|
Total Visitors |
|||||||||
|
|
|
|
|
Site Visit Frequency |
||||||
|
|
|
Total |
|
First Time |
|
|
|
|
|
10 or more |
|
Base = (Actual) |
|
(603) |
|
(288) |
|
(124) |
|
(48)** |
|
(132) |
|
|
|
|
|
|
|
|
|
|
|
|
|
Did you find the information you were looking for? |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Yes |
|
57 |
|
34 |
|
73 |
|
79 |
|
83 |
|
No |
|
4 |
|
5 |
|
2 |
|
4 |
|
2 |
|
Not Yet |
|
40 |
|
60 |
|
24 |
|
17 |
|
14 |
|
|
|
|
|
|
|
|
|
|
|
|
* Figures percentaged on a base of less than 100 should be interpreted with caution
** Figures percentaged on a base of less than 50 should be interpreted with extreme caution
Source: Web Site Visitors Survey Detailed Tables p. 3
Visitors were asked to rate their level of satisfaction with 10 features of the web site, using a scale of 1 to 5 where 1 was “very dissatisfied” and 5 was “very satisfied.” A “not applicable” option was also offered.
It should be noted that the average rating excludes any non response or “not applicable,” but the satisfaction ratings are percentaged on all respondents to the question. This accounts for some apparent discrepancies, where “net satisfied” may seem lower than the average provided might suggest.
Visitors are most satisfied with the clarity of the wording (78% net satisfied), followed by the layout of the home page (70%), the scope of the information (69%) and the time required to navigate from page to page (68%). Lower levels of satisfaction are reported for ease of finding information (60%), the availability of free vs. paid information (61%) and the usefulness of links within the site (61%).
In general, satisfaction with web sites increases with the number of visits paid. This is both because those who are most likely to return are those who find what they need at the site, and because repeat visitors increase their familiarity with both the look and feel of the site and its offerings.
Western Canadians (who tend to be less frequent visitors of the site) generally express lower levels of satisfaction with web site features than visitors from other parts of Canada.
Keeping in mind that most people would prefer not to have to pay for information, it appears that the CCOHS site strikes a reasonable balance in this area, with 61% of respondents expressing satisfaction with the availability of free vs. paid information. Those in Western Canada are least likely to be satisfied; still, 53% express some level of satisfaction. Eastern Canadians have the highest rate of satisfaction, at 68%.
Satisfaction with the availability of free vs. paid information increases with the number of times the site is visited, with 68% of those who have made 10 or more visits expressing satisfaction.
Over three-quarters of visitors (78%) are satisfied with the clarity of wording on the site. Those in eastern Canada are most satisfied, at 88%, and those in the US are least satisfied, at 68%. Satisfaction increases with repeat visits (95% of those visiting 10 or more times express some level of satisfaction with wording clarity).
The CCOHS home page is very full of information, and it might be expected that some visitors would find it cluttered or confusing. However, 70% of visitors express some level of satisfaction with the home page layout. Those in Eastern and Central Canada are most satisfied (75% and 73% respectively), while those in Western Canada (69%), the US (64%) and other countries (65%) are less so. First-time users, however, express considerably less satisfaction (59%) than those visiting the site 6 or more times (83%).
Internal navigation of the site is satisfactory for 68% of visitors, with those in Eastern Canada being more satisfied (74%) than those outside of Canada (64%). Again, those who pay multiple visits to the site are more satisfied than first-time users, with 77% of those visiting 6 times or more expressing some level of satisfaction, compared to 62% of first-timers.
The ability of visitors to find the information they need is crucial to the success of the CCOHS web site. It appears there is room for improvement here. In total, 60% of visitors express some level of satisfaction with the ease of finding information on the site, with 38% satisfied and 22% very satisfied. However, 23% indicate they are neutral on this issue. A somewhat higher percentage of US visitors are satisfied with the ease of finding information (65%). First time visitors are least likely (53%) to be satisfied with the ease of finding information on the site.
CCOHS prides itself on the scope of the information it provides, and over two-thirds of web sites visitors agree. When asked their satisfaction with the scope of information provided, 69% express some level of satisfaction. Canadians are more likely to be satisfied than those from the US (62%) and elsewhere (60%). First time users are considerably less likely to say they are satisfied with the scope of information (58%) than multiple visitors (86% for those visiting 10 times or more).
The CCOHS web site is quite complex, with some information requiring a number of links to access. Overall, 61% of visitors are satisfied with the usefulness of the links within the site. Those in Western Canada (58%), the US (53%) and elsewhere (57%) are somewhat less satisfied. Again, as expected, only half of first-time users express some level of satisfaction, compared to over three-quarters of multiple users (77% of those with 10 or more visits).
Visitors to busy sites rely on search engines to help locate the information they need. This is especially true for first-time users, who are less familiar with the site layout and organization than are repeat visitors.
Of total visitors to the site, 63% are satisfied with the ease of use of the search engine. Those in Eastern Canada are most satisfied (70%) while those in Western Canada are least satisfied (55%). First time users are less satisfied (54%) than multiple users (71% for those with between 2 and 9 visits, and 73% of those visiting 10 times or more).
Ease of use is only part of the story with search engines. The information they produce must be useful and relevant. When asked about this, 62% of visitors feel the search engine provides relevant results. This is fairly consistent regardless of location, although Western Canadians are somewhat less satisfied with response relevance (56%) and Eastern Canadians somewhat more satisfied (67%). As expected, first-time visitors are less satisfied, with 53%, compared with 75% of 10-or-more visit respondents.
Respondents are less satisfied on the whole with the usefulness of help features and instructions on the site. Just over half (55%) indicate they are either somewhat or very satisfied with the help features. Central Canadians are most satisfied, at 60%, compared to 49% of Western Canadians. Satisfaction is uneven depending on number of visits to the site, with 50% of first time users being satisfied, a similar result to those visiting 6 to 9 times. However, those visiting two to 5 times (62%) and those visiting 10 or more times (61%) express more satisfaction with the help features and on-site instructions.
EXHIBIT III-D1
Satisfaction With Web Site Features
|
|
Total Visitors |
|||||||||||
|
|
|
|
|
Location |
||||||||
|
|
|
Total |
|
Eastern Canada |
|
Central Canada |
|
Western Canada |
|
|
|
|
|
Base = (Actual) |
|
(603) |
|
(145) |
|
(143) |
|
(108) |
|
(92)* |
|
(115) |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Satisfaction with Features of Web Site |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Availability of free vs. paid information |
|
|
|
|
|
|
|
|
|
|
|
|
|
Very dissatisfied (1) |
|
4 |
|
4 |
|
1 |
|
3 |
|
4 |
|
6 |
|
Dissatisfied (2) |
|
8 |
|
7 |
|
8 |
|
12 |
|
3 |
|
6 |
|
Neutral (3) |
|
17 |
|
15 |
|
19 |
|
21 |
|
12 |
|
16 |
|
Satisfied (4) |
|
32 |
|
37 |
|
29 |
|
32 |
|
26 |
|
31 |
|
Very satisfied (5) |
|
29 |
|
31 |
|
32 |
|
20 |
|
36 |
|
28 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Net satisfied (all respondents) |
|
61 |
|
68 |
|
61 |
|
53 |
|
62 |
|
59 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Average (excludes not applicable) |
|
3.85 |
|
3.90 |
|
3.91 |
|
3.63 |
|
4.05 |
|
3.79 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Clarity of the wording |
|
|
|
|
|
|
|
|
|
|
|
|
|
Very dissatisfied (1) |
|
3 |
|
3 |
|
1 |
|
1 |
|
2 |
|
6 |
|
Dissatisfied (2) |
|
1 |
|
1 |
|
3 |
|
- |
|
- |
|
1 |
|
Neutral (3) |
|
10 |
|
4 |
|
9 |
|
13 |
|
15 |
|
14 |
|
Satisfied (4) |
|
43 |
|
48 |
|
47 |
|
52 |
|
29 |
|
36 |
|
Very satisfied (5) |
|
35 |
|
40 |
|
35 |
|
27 |
|
39 |
|
34 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Net satisfied (all respondents) |
|
78 |
|
88 |
|
82 |
|
79 |
|
68 |
|
70 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Average (excludes not applicable) |
|
4.17 |
|
4.28 |
|
4.19 |
|
4.12 |
|
4.20 |
|
4.00 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Layout of the home page |
|
|
|
|
|
|
|
|
|
|
|
|
|
Very dissatisfied (1) |
|
2 |
|
3 |
|
- |
|
2 |
|
2 |
|
4 |
|
Dissatisfied (2) |
|
5 |
|
4 |
|
4 |
|
7 |
|
2 |
|
4 |
|
Neutral (3) |
|
15 |
|
11 |
|
18 |
|
15 |
|
15 |
|
16 |
|
Satisfied (4) |
|
45 |
|
50 |
|
48 |
|
52 |
|
34 |
|
38 |
|
Very satisfied (5) |
|
25 |
|
26 |
|
25 |
|
17 |
|
30 |
|
27 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Net satisfied (all respondents) |
|
70 |
|
75 |
|
73 |
|
69 |
|
64 |
|
65 |
|
|
|
|
|
|
|
|
|
|
&nbs | |||
